MULTICRITERIA ANALYSIS TO MANAGE PRODUCT ASSORTMENT IN SUPERMARKETS RETAIL

The objective of this research is to demonstrate the application of AHP method for management the assortment of retail category. The research methodology was applied through direct and indirect documentation, supported by SuperDecisions program. The suggested method was justified with reference to the Efficient Consumer Response (ECR), which is the pillar management for all categories and assortment management. Also as a reference, we used the Analytic Hierarchy Process (AHP) developed by Saaty and through a tree hierarchy and judgments established between levels which can show the best decision for the goal lifted. For the article, the business rules were used and collected trade data, logistics and marketing category of specialty beers to define the alternatives and assist in judgments between each level. With the application of multi-criteria decision technique can identify how to analyze grouped criteria, identifying the weight of importance of each criterion in the decision of the business experts. The study results support serves as the decision to set the range of products for retail.